In South Korea, a country renowned for its lightning-fast and incredibly diverse delivery culture, a new challenge has emerged: the high cost of delivery fees. This burden is felt not only by small business owners but also, and perhaps most acutely, by consumers, especially the growing population of "Honbabjok" (혼밥족), or people who eat alone. The convenience of delivery is often overshadowed by the frustration of high minimum order requirements and exorbitant fees for a single meal.
Amid this landscape, Baemin, the leading delivery app in Korea, has launched a highly anticipated "One-Bowl Delivery" (한그릇 배달) service. This innovation is poised to reshape the market, addressing a critical pain point for solo diners.
The Core of the "One-Bowl Delivery" Service
The most revolutionary aspect of Baemin's new service is the elimination of the minimum order amount. For individuals living alone or those simply wanting a single dish, this is a welcome change. Instead of being forced to add unnecessary items to meet a minimum order, solo diners can now order exactly what they need, from a single bowl of stew to a solitary serving of noodles. This feature directly tackles the long-standing dilemma faced by solo eaters: either over-order and waste food or pay an inflated delivery fee for a small purchase.
Key Feature: No minimum order amount for menu items typically priced between ₩5,000 and ₩12,000.
Target Audience: Solo diners and single-person households, primarily in the Seoul metropolitan area.
Strategic Insight: The service's straightforward and witty slogan, "Minimum Order is Gone!" (최주금(최소 주문금액)이 사라졌다), directly addresses a key psychological barrier for consumers, making it a compelling call to action.
A Win for Consumers, A Dilemma for Business Owners?
While "One-Bowl Delivery" has been enthusiastically received by consumers, it has sparked a heated debate among restaurant owners regarding commission fees. In response, Baemin's parent company, Woowa Brothers, announced a win-win solution: a zero-commission policy for orders under ₩10,000.
Baemin's Support Plan:
Zero Commission: Orders under ₩10,000 will have their commission fees completely waived.
Tiered Delivery Fee Support: Baemin will provide tiered support for delivery fees, further easing the financial burden on small businesses.
Franchise Coupon Support: Commission fees on franchise discount coupons will also be waived.
This initiative is a significant commitment, with an estimated long-term investment of up to ₩100 billion per year. The goal is to substantially reduce the burden on small business owners, who previously had to pay up to 40% of a ₩10,000 order in fees.
The Mixed Reality: On-the-Ground Perspectives
Despite these supportive measures, the reception from the business community is mixed.
Who Benefits Most? Restaurants with a high volume of small-ticket items, such as fast-food restaurants and "bunsikjip" (snack food eateries), view the service with great optimism.
Who is Skeptical? Owners of restaurants specializing in larger, more expensive meals like chicken or traditional Korean full-course meals are less enthusiastic. They argue that a relatively small percentage of their total orders fall below the ₩10,000 threshold, making the commission waiver less impactful. Data shows that while orders under ₩15,000 account for approximately 33% of all Baemin orders, the proportion of orders under ₩10,000 is significantly smaller.
Furthermore, there is a subtle pressure on business owners to join the "One-Bowl Delivery" category. The high visibility and promotional benefits of being featured in this new section can lead to a dilemma: the risk of higher fees for some orders versus the potential for increased sales and brand exposure.
Ultimately, "One-Bowl Delivery" represents a bold step towards a more equitable and customer-centric delivery market in Korea. It's a testament to the evolving needs of modern society, where the convenience of a single, affordable meal delivered to your doorstep is no longer a luxury, but a necessity. The success of this service will be a crucial test of whether the delivery ecosystem can truly achieve a balance that benefits all parties: the solo diner, the business owner, and the platform itself.
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Thanks a lot